Li Mu was preparing for a department store promotion, and Boss Ma, who was far away in Hangzhou, chose the same direction as him.
Letao is one of the most ill-fated products of China Internet in 2002.
This product was a shopping platform that Boss Ma asked the team to build as quickly as possible when he realized that Li Mu was seizing the 2C business. However, the successive changes and impacts caused it to continue to be delayed until September. Even Sun Zhengyi They can't wait any longer. In order to prevent capital from losing confidence, Boss Ma has no choice but to bite the bullet and prepare to go online again.
This time, Boss Ma knew very well that he could no longer use any reason to delay Letao's launch. It was inevitable to launch Letao in September, and he understood better that Letao was like a carrier rocket. Once launched, , there is only one chance. If you fail, capital cannot give you a second chance.
Boss Ma's Letao is very similar to the Luo Laohao developed by South Korea. Due to various reasons, the launch time was constantly postponed, but in the end it could not escape the fate of a firecracker that soared into the sky.
However, Boss Ma does not think that Letao will definitely fail. Instead, he feels that he has a high chance of success this time because he keeps an eye on the level that Li Mu did not take into account - the basic people's livelihood level.
Taobao's Brand Day is indeed particularly dazzling. All kinds of electronic products are selling extremely hot. Up to now, Taobao still has a huge daily transaction volume, 70% of which comes from electronic products, and the remaining 30% comes from C2C. Small sellers.
But Boss Ma discovered a problem. Taobao focuses too much on electronic products. Most of its recommended display positions are given to various electronic products, ranging from Mango MP3 players to Shenzhou complete machines. Electronic products almost dominate the screen on Taobao.
In Boss Ma's view, this is a huge potential flaw in Li Mu Baimi. At this juncture, making electronic products is indeed the most labor-saving. One is the huge demand from consumers, and the other is that online sales of electronic products can have a relatively large profit. The big price advantage is that electronic products are relatively small in size, light in weight and relatively expensive. The logistics pressure of making electronic products will be much lighter.
Boss Ma felt that Li Mu must have benefited from electronic products, so he seized this point and worked hard, hoping to make electronic products more thorough. However, Boss Ma saw that electronic products had insufficient stamina.
After all, electronic products are not fast-moving consumer goods, and the market needs time to recuperate. As time goes by, the trading volume of electronic products on Taobao will slowly decline and eventually become more rational. In this case, I will To compete differentiatedly with Li Mu, don’t you make electronic products with low consumption frequency and high customer price? Okay, then I will make daily necessities with high consumption frequency and low customer unit price!
Differentiated competition is one of the best ways to survive in front of giants. When the world's auto giants are constantly merging in various types of models, Tesla's new energy vehicles are a typical example of differentiated competition.
Tesla chose a blank area of a competitor as an entry point to fundamentally differentiate itself from the opponent. Other manufacturers are studying issues closely related to fuel engines such as power, fuel consumption, hybrid power, transmission gear number, and shift logic. At that time, Tesla abandoned the fuel engine, abandoned the gearbox, and abandoned fuel consumption, making its core selling points distinct from its competitors.
Boss Ma thinks the same way. He knows very well that e-commerce can really invade people's lives, so he feels that Li Mu has not found the essence, and the real essence has been seen through by him, which is to do All fast-moving consumer goods that are closely related to the common people.
So he held an internal core-level meeting and proposed the core concept of a large-scale promotion of daily necessities. His team was already accustomed to him being the absolute core, so they had no objection to this decision.
After determining the direction, the next step is to formulate an execution plan. Boss Ma currently has two execution plans to choose from at a large level. The first is self-operation, like Li Mu, who first purchases from the enterprise and then sells and distributes it himself; the second is to adopt the best method. The down-to-earth C2C model attracts a large number of sellers and allows sellers to promote together.
With the current capital situation of Boss Ma, he clearly realizes that he cannot be self-operated like Li Mu, so he can only choose the second way, to do C2C, which can save the cost of warehousing and distribution, and on the other hand Small and medium-sized enterprises on the Alibaba website can be transformed into Letao, allowing them to become sellers of Letao and run their own businesses. Therefore, this time for the promotion of Letao online, Boss Ma will also use dozens or even hundreds of stores to jointly promote large-scale promotions. The model is completely different from Li Mu’s self-operated promotion.
After deciding on the main direction of the execution plan, the next step is to refine the entire plan, for example: refine the entry point of this promotion.
The scope of daily necessities is too large. With the current strength of Alibaba, it is simply unrealistic to launch a large-scale event as soon as it goes online. Therefore, Boss Ma decided to choose two detailed entry points as the core areas of this promotion.
The two entry points for refinement are: daily chemicals and clothing.
Daily chemicals are daily chemicals, ranging from cosmetics to body care, and from toiletries to washing supplies. The reason for choosing this category is because there are quite a few domestic small and medium-sized daily necessities manufacturers on Alibaba. The products of these small and medium-sized manufacturers Although not well-known, the most important thing is that there is a lot of room for price reduction and a high degree of cooperation from enterprises. In Mr. Ma’s view, people’s consumption of daily chemicals is still very sensible. Big brands have great influence, but small brands account for at least half of the market share, so the products of these small and medium-sized enterprises must be very marketable.
When it comes to clothing, the reason why I choose clothing is because Hangzhou has great industry advantages. There are two cities in the country where clothing manufacturing companies gather together, one is Yangcheng and the other is Hangzhou. There are a large number of small and medium-sized clothing manufacturing companies in the suburbs of Hangzhou, as well as large-scale clothing OEM companies. Boss Ma also holds the idea of being close to the water. Get the moon's ideas and obtain favorable resources nearby.
After determining the detailed entry point, the next step is the specific implementation plan.
Boss Ma hopes that Letao will launch daily chemical and clothing promotions as soon as it goes online, so he requires his team to establish contact with these small and medium-sized enterprises in advance. Before Letao goes online, let them accept cooperation in advance and start preparing for Letao. To build a store on Tao, before Letao goes online in September, Boss Ma requires that at least 100 more stores be negotiated in advance, and a publicity plan must be made. Once Letao goes online, invitations must be made to platforms such as Taobao and eBay. Sellers settle in Letao.
As for the specific plan for promotional activities, Boss Ma wants to use the discount + free shipping model for promotion. Currently, he has three express delivery companies under his control, and the logistics capacity is sufficient. By then, companies participating in the promotion can directly contact him Cooperate with the courier company, and let your own courier company be responsible for the delivery of the parcels, so as to minimize the freight cost. At that time, you can use the 20% off the whole site + free shipping for orders over 88 or 99 to promote the event.
Whole-site discounts are currently the main offline promotion method, and free shipping is another attraction that Boss Ma came up with based on online features. Although online promotions are cheap, the postage cost is not low, and it may not really save money in total. Money, but if the postage is waived, it will be very attractive to consumers. Once the full-price free shipping method is adopted, users will unconsciously have a subconscious desire to "collect orders", which is the same as what Li Mu wants to do, "full discount" "Basically the same thing.
After sorting out the entire promotion plan, Boss Ma said to the team members very solemnly: "The success or failure of our Letao depends on this. From now on to mid-September, we still have about 20 days to prepare. Everyone must We must work hard to get this thing done, and everyone must remember that this time we have promised the employer that there will never be any changes to the launch time of Letao!"
The team members nodded one after another. Now they were ready to take action. For a moment, a tense atmosphere quietly spread among the team.
Boss Ma is also extremely nervous. It is not easy to snatch food from Li Mu's mouth, not to mention that he has dug a hole for him once. Once Li Mu realizes his actions, Li Mu will definitely try his best to stop and interfere with him. If Letao's online When the promotion plan was revealed, I don’t know how Li Mu would respond. This problem makes people’s heads ache just thinking about it.
However, thinking optimistically, Boss Ma feels that his two promotional combinations should be enough to bring huge appeal to ordinary people who are budget-conscious.
In his view, the retail industry is an industry that can never be monopolized, and the same is true for the retail industry in the e-commerce field.
People are always choosing more convenient and affordable consumption channels. As long as you promote this activity and make users aware of the benefits, users will definitely come.
In the final analysis, users buy products, not the stores that sell them. No consumer will only go to Wal-Mart or Carrefour in their whole life. There are activities in the newly opened supermarket in front of the door. Even if it is not famous, but the price is affordable, they will definitely come in and take a look. This is your opportunity.
Once he attracts a large number of consumers in this event, his Letao will definitely be able to gain a firm foothold. In this way, even if Li Mu temporarily turns around and comes back to catch daily necessities and confront him, he may not be really afraid of him. , after all, he has already taken the lead in the field of daily necessities and has certain advantages and his own user group. No matter how strong Li Mu is, he cannot snatch away all his users one by one. Then he will cooperate with better follow-up operations. In this way, Letao should be able to rely on daily necessities to completely stand firm!
However, Boss Ma never expected that although Li Mu did not let Taobao show any signs of focusing on daily necessities, he had already begun planning to develop a large daily necessities department, and his plan was much bigger than what he planned...
(End of chapter)